HANDICRAFTS MARKET

DEMAND ANALYSIS
FINAL REPORT

March 12, 2009

This publication was produced for review by the United States Agency for International Development.
It was prepared by Alaa Qattan, Market Analyst, SABEQ
HANDICRAFTS MARKET
DEMAND ANALYSIS
FINAL REPORT

USAID JORDAN ECONOMIC DEVELOPMENT PROGRAM

CONTRACT NUMBER: 278-C-00-06-00332-00
BEARINGPOINT, INC.
USAID/ECONOMIC GROWTH OFFICE (EG)
MARCH 12, 2009
AUTHOR: ALAA QATTAN
DELIVERABLE No: 2.10.4.27.29.1

DISCLAIMER:
The author’s views expressed in this publication do not necessarily reflect the views of the United
States Agency for International Development or the United States Government.
CONTENTS

1. INTRODUCTION........................................................................... 4
OBJECTIVES AND METHODOLOGY ...............................................................................4
ORGANIZATION OF REPORT ..........................................................................................4

2. HANDICRAFTS DEFINITION AND TRENDS ............................... 5

GLOBAL HANDICRAFTS TRENDS ..........................................................................................5
HANDICRAFTS BACKGROUND IN JORDAN ..........................................................................7

3. DEMAND FOR JORDANIAN HANDICRAFTS ............................. 8

MAJOR HANDICRAFTS BUYERS AND INDICATORS ...............................................8
HANDICRAFTS PRODUCTS AND MARKET SEGMENTS .........................................10

4. CONCLUSION ............................................................................ 12
ANNEX A. LIST OF SURVEYED COMPANIES............................................................13
ANNEX B. JORDANIAN HANDICRAFTS PRODUCERS SUREY ..............................1
ANNEX C. JORDANIAN HANDICRAFTS RETAILERS SURVEY..............................8

SABEQ: Handicraft Demand Market Analysis Report 3

1. INTRODUCTION

OBJECTIVES AND METHODOLOGY

The purpose of this assignment is to identify the main handicraft sub-sector with the highest
demand and identify the main products sold under each category. The analysis of the
market demand study is based on interviews with major retailers and on surveying a sample
of the largest producers of three main handicraft sub-sectors, which are textile products,
ceramics and pottery and mosaic products. The survey forms for handicraft producers and
retailers are attached in Annex B and Annex C.

ORGANIZATION OF REPORT

The following describes the organization of the report:

• Chapter 2 defines handicrafts and focuses on global and local trends

• Chapter 3 presents the demand for handicraft products based on the results of the
“Handicrafts Producers Survey” and interviews with major handicraft retailers

SABEQ: Handicraft Demand Market Analysis Report 4

2. HANDICRAFTS DEFINITION AND TRENDS

Before delving into analyzing the market demand for handicrafts in Jordan, it is important to
define handicrafts and observe global trends of handicrafts including the major buyers such
as U.S and E.U and handicraft producers and exporters, namely China, India and Vietnam.

Box 1-Handicraft Definitions

“Handicraft, also known as craftwork or simply craft, is a type of work where useful
and decorative devices are made completely by hand or using only simple tools.
Usually the term is applied to traditional means of making goods. The individual
artisanship of the items is a paramount criterion, such items often have cultural and/or
religious significance. Items made by mass production or machines are not
handicrafts.”

Source: Wikipedia, http://en.wikipedia.org/wiki/Handicraft

“Artisanal products are those produced by artisans, either completely by hand, or

with the help of hand tools or even mechanical means, as long as the direct manual
contribution of the artisan remains the most substantial component of the finished
product. These are produced without restriction in terms of quantity and using raw
materials from sustainable resources. The special nature of artisanal products derives
from their distinctive features, which can be utilitarian, aesthetic, artistic, creative,
culturally attached, decorative, functional, traditional, religiously and socially symbolic
and significant”.

Source: (Definition adopted for crafts/artisan products at the UNESCO/ITC

International Symposium on “Crafts and the International Market: Trade and Customs
Codification”, Manila, Philippines, October 1997)

GLOBAL HANDICRAFTS TRENDS

Handicraft products are not identified separately in H.S. Codes and therefore no reliable
trade data is available on an international level. According to an extensive study done by US
AID in 2006 on the “Global Market Assessment for Handicrafts” it specified that handicrafts
are part of a much larger home accessory market, which includes handcrafted, semi-
handcrafted, and machine-made goods. The study also examined the global demand of
handicraft as part of the home accessory market in the U.S. as an indicator of the size of
demand.

The global market for home accessories was estimated to be at least $100 billion in 2006
according to the study. The U.S. is the largest importer of the home accessories and was
valued at $67 billion, the second largest market is the E.U. collectively followed by Japan
and Hong Kong.

The study segments the home accessory market in the U.S. in 2004 according to market
share as follows: Accessories and Gifts 22%, Accent furniture 21%, Portable lamps 11%,

SABEQ: Handicraft Demand Market Analysis Report 5

Area rugs 9%, Wall décor 9%, Lighting fixtures 7%, Tabletop and tabletop accessories 7%,
Collectibles 6%, Soft goods 5% and Permanent botanicals 4%.

The study highlighted the potential buyers of handicrafts in the U.S. as follows:

1- Specialty and lifestyle stores as this category looks for unique products not
available at mass retailers.
2- Catalog and internet retailers, which is the direct to consumer channel. A high
percentage of young consumers in the U.S., including Hispanics and African
Americans, are buying home accessories through this channel.
3- Independent retailers, which are small stores such as tourists’ shops, art galleries
and museums. This channel has been traditionally a large and constant outlet for
handicrafts and there is a growth in the luxury market.

The study lists most common raw materials used by handicraft producers as classified by
ITC as follows: Basket, wicker and vegetable fibers, Metal, Leather, Paper, Pottery, Wood,
Soap, Textiles, Stone, Glass, Bone, Horn, Shells and a combination of different materials
and techniques.

As for price segmentation, the study cites four main handicraft categories and price
segments as follows:

1- Functional wares: items made in a workshop or small factory that mass-produces

handmade goods such as pottery, tiles, or furniture for national or export markets.
This segment falls into the low-end market and is sold through big-box stores.
2- Traditional art: ethnic crafts marketed locally by creating interest in the culture and
by maintaining high quality. This segment falls into the mid-to-high-end markets and
is sold by small chains and independent retail stores.
3- Designer goods: sometimes based on local crafts but always redesigned by
foreigners to suit fashion trends in the export market. This segment falls into the
high-end market segment and is sold by specialty stories.
4- Souvenirs: inexpensive, universal trinkets or simplified traditional crafts made for
local retail or sold through international development agencies as tokens of good will.
This segment falls into the low-end market and is sold by souvenir and gift shops in
resorts and vacation areas.

The major exporters of handicrafts are China, India and Vietnam. China is the largest
exporter of home accessories globally and in April 2005, China produced an estimated 70%
of all home accessory products sold in the U.S. India total exports of handicrafts amounted
to $3.5 billion in 2007 and 30% is exported to the U.S. Vietnam Handicraft exports in 2007
stood at US$824 million.

In terms of main trends in handicrafts, it is growing commoditization of handicrafts

production, shorter product lifecycles and an emphasis on creating new designs, the move
from indigenous designs towards contemporary minimalism designs, the push to
differentiate by focusing on luxury items and a significant growth in online sales.

SABEQ: Handicraft Demand Market Analysis Report 6

HANDICRAFTS BACKGROUND IN JORDAN

The Jordanian handicraft sector is an extremely fragmented industry, mainly because by

their very nature handicrafts comprise a whole range of art and design variation. It is not
possible to measure the handicrafts impact on the economy, as there is no specific
“handicraft classification”. The government has classified some activities under “tourism”
and some activities under the “crafts” sector, along with mechanics and carpentry.

However, not being able to measure the impact of handicrafts does not mean that it does
not have an impact on the economy. Handicrafts are part of a larger significant sector,
which is Tourism. Tourism accounts for approximately eleven per cent of the country’s gross
domestic product and is the second source of foreign income after receipts from Jordanians
working abroad.

The handicrafts industry is represented by two main associations in Jordan, which are the
Handicraft Producers Association (a voluntary association under the Ministry of Culture and
has around 150 registered members all of which are producers) and the Jordanian
Handicrafts Producers & Traders Association (a mandatory association under the Ministry of
Tourism and Antiquities, with around 250 registered members most of which are retailers).

Mr. Ra’ed Badri, chairman of the Handicraft Producers Association explained that he
estimates that Textiles products (including embroidery and weaving) are the largest
segment of production at 50%, followed by Ceramics and Pottery at 20%, Mosaic at 20%,
and 10% for the rest of the products including, jewelry, olive wood products, soaps and
bath products, copper items, and others.

Handicrafts production is distributed according to location in Jordan. In the southern region

producers specialize in weaving, colored sand, glass painting and jewelry, in the middle
region producers specialize in ceramics and pottery and embroidery, in Madaba the specialty
area is in mosaic and weaving, and in the area around Amman producers specialize in olive
woodcarving.

The main types of handicraft producers are micro-manufacturing enterprises under the
umbrella of non-government organizations (NGOs), small manufacturing enterprises in the
private sector, retail outlets that have their own workshops, and education and training
facilities. Additionally, because there has been a significant input from international and
Jordanian donors, the private sector in the crafts community is small.

Mr. Ibrahim Zreiqi, chairman of the Jordanian Handicrafts Producers & Traders association
mentioned that retailers import handicrafts from China and India because it is 50-100%
cheaper than locally made handicrafts and tourism guides demand a 40% commission on
each item purchased by a tourist. Furthermore, supply of local made handicrafts does not
meet the demand according to Mr. Omar Afaghani who is the treasurer of the association
and he explained that it might take several weeks for a local producer to supply him with an
order.

The country lacks a central artists’ district where the wide spectrum of original Jordanian
products is put on display for tourists and locals alike. These bazaars, akin to a huge
warehouse, allow artists, designers and craftsman the opportunity to exhibit their work,
whilst also offering tourists the option of one destination for all their purchases

SABEQ: Handicraft Demand Market Analysis Report 7

 3. DEMAND FOR JORDANIAN HANDICRAFTS

MAJOR HANDICRAFTS BUYERS AND INDICATORS

By far, tourists are the largest buyer segment of handicrafts in Jordan. Tourism in Jordan is
affected by many economic and political factors and therefore the number of arrivals
fluctuates from year to year as can be seen in Table 1. The number of same day visitors is
almost equal to overnight visitors. Same day visitors are tourists who are passing through
Jordan on their way to other tourists destinations in the region such as Egypt, Lebanon,
Syria or Israel.

Table 1– Tourism Arrivals 2002 - Sep. 2008

Indicators 2002 2003 2004 2005 2006 2007 Jan.-
Sep. 08
Total 4,677,018 4,586,513 5,586,658 5,817,370 6,573,669 6,528,626 5,391,461
arrivals
Overnight 2,384,474 2,340,357 2,852,809 2,986,586 3,225,411 3,430,960 2,842,226
tourists
Same day 2,292,544 2,246,155 2,733,850 2,830,784 3,348,258 3,097,666 2,549,235
tourists
Source: Ministry of Tourism and Antiquities

In order to calculate total purchases of tourists of Jordanian handicrafts in 2007, the

following indicators are taken into consideration:

Mr. Badri mentioned that a tourist average spending on handicrafts is 70 JDs and he
also estimated the Jordanian handicraft sales to be around 30 million JDs a year.

An assumption is made that only overnight tourists purchase handicrafts, as same
day tourists may not have enough time to make substantial handicraft purchases.

An assumption is made that average spending of a tourist is per family and not
individual, which brings down the spending to about half of tourists visiting Jordan.

Another assumption is made that retailers display 80% imported handicraft versus
20% local handicrafts although the Tourism Law (2002 amendments) stipulates
under the handicraft section that handicraft retailers must display a minimum of
70% local handicrafts1.

1
Traditional and Popular Crafts and Industries and Trading therein regulation No. (36) for
the year 2002 issued under article (16) of Tourism Law No. (20) for the year 1998.

SABEQ: Handicraft Demand Market Analysis Report 8

Then the following calculation can be made:

Overnight tourists in 2007 X average spending of tourist X 0.5 X 0.2 = Total value of
Jordanian handicrafts purchases in 2007

3,430,960 X 70 JDs X 0.5 X 0.2 = 24,016,720 JDs

As for the distribution of Jordanian handicraft purchases by location, then handicrafts is sold
the most in Petra which receives the lion’s share of tourists according to the below table.
Furthermore, foreign visitors nearly doubled to Petra from 271,017 in 2006 to 458,466 in
2007 because of Petra was voted one of the seven world wonders in 2007.

Table 2- Number of Visitors to Sites 2007

Site Foreign Visitors Jordanian Visitors Total

Petra 458,466 122,679 581,145

Jerash 193,354 34,521 227,875

Mount Nebo 199,402 674 200,076

Madaba 162,382 1,662 164,044

Qal’a Castle 111,466 12,852 124,318

Ajloun 64,862 57,387 122,249

Karak 107,455 14,145 121,600

Wadi Rum 98,030 3,109 101,139

Um Qais 49,969 37,688 87,657

Baptist Site 83,096 9,551 92,647

Other popular sites include Jerash, Mount Nebo, Madaba, Qal’a Castle, Ajloun, Karak, Wadi
Rum, Um Qais and the Baptist Site.

Location of the handicraft retailer outlets plays a major role in the distribution of handicraft
purchases according to the nationality of tourists, according to major handicraft retailers
such as Afaghani in Amman and Mr. Zreiqi owner of Petra Tourism Complex in Petra. For
example, Mr. Omar Afaghani mentioned that in the Afaghani Amman store most of the sales
85% is to Arabs (70% Jordanians and 15% Arab nationals) and the rest 15% is sold to
foreigners. Arab tourists make up a large percentage of the tourists according to be the
below Table 3.

SABEQ: Handicraft Demand Market Analysis Report 9

Table 3- Tourists by Nationality 2007
Region Same Day Visitors Tourist Overnight Total

Arab Countries 2,753,111 1,731,990 4,485,102

European Countries 298,256 570,861 869,117
Jordanians Residing Abroad 5,852 744,202 750,054
North and South American
30,595 177,783 208,378
Countries

Asia & Pacific Countries 4,937 126,069 131,006

South Asia 2,431 64,895 67,325

African Countries 1,515 12,253 13,768

United Nation 969 2,907 3,876
Grand Total 3,430,960 3,097,666 6,528,626
Source: Ministry of Tourism and Antiquities

Mr. Zreiqi owner of a handicraft retail store in Petra said that most of the buyers are foreign
tourists and a small percentage is Arab nationals. This spilt in nationality of buyers
according to location influences the nature of handicraft products sold in retail outlets in
different locations.

Jordan tourism season starts from March until September and Jordan receives most of the
foreign tourists in April and May and end of November and December. Most of the Arab
nationals visit Jordan from June until September, according to both Mr. Afaghani and Mr.
Zreiqi.

As for the most sold handicrafts products, textile products followed by ceramics and mosaics
are the most sold inside Amman and in tourist sites around the Kingdom. The percentages
may vary but overall these three product categories are the most sold on a national level
according to the producers and retailers.

In addition to tourists, handicrafts are sold locally to Jordanians and to local companies and
governments as gift items and a small percentage of handicrafts are exported mainly to
Saudi Arabia and the Gulf region.

In 2008, the prime minister sent out an official circulation to the government’s 48
institutions (ministries, departments, etc) to use Jordanian made handicrafts and products
as official gifts. This creates an opportunity for local handicraft manufacturers to upgrade its
products and designs.

HANDICRAFTS PRODUCTS AND MARKET SEGMENTS

In this section, textile products, ceramics and pottery, and mosaic products will be analyzed
in terms of major products sold and segmentation of markets based on feedback from
surveying major producers of these three product categories. Market segments in the
handicraft industry tend to vary with individual products.

SABEQ: Handicraft Demand Market Analysis Report 10

The surveys of Jordanian handicraft producers revealed that in general there are two main
target markets for the producers which are the tourists market and the second market is
the local market that includes individual buyers and corporate and government buyers.

1-Textile Products

The most sold embroidery product is small gift items (coasters, tea cozy sets, soft toys,
make-up bags, etc) which are predominantly sold to tourists through duty free shops, gift
shops at hotels, producers own showrooms, and retailer’s outlets at tourist’s sites. Other
embroidery items that are popular with tourists are cushion covers, runners, shawls and
tablecloths amongst others.

Examples of the retail price range for small gift items sold by a successful private business
is 22$ - 25$ for a tea cozy set. Therefore, gift items that are under 30 USD$ are the most
sold embroidery product and tourists is the largest buyer segment.

Besides tourists, embroidery products are also sold to local buyers as corporate or
governmental gifts (embroidered wooden boxes), to hotels (tablecloths and wall hangings)
and to individual local buyers. Export markets for embroidery products make up 20% of
production and sales are concentrated in the Gulf region and Saudi Arabia.

As for weaving products, the main products are rugs, runners, wall hangings and pillows.
The largest buyers in descending order are governmental gifts, local buyers, tourists and
corporate gifts.

2- Ceramics and Pottery Products

There are two main buyer segments for ceramics and pottery products, which are tourists
and local buyers. The largest buyer segment is the tourist market, and the most sold
ceramics and pottery products for tourists are small gift items and ornaments. Products are
sold through retail outlets at tourists sites.
Ceramics that are targeted at the local market are ceramic art ware and the most sold
products in descending order are (salad bowls, nut bowls, amphorae, plates and pencil
holders). In addition ceramics and pottery are sold as corporate and government gift items.
These products are sold either through the producers own showrooms or through retailers.

Around 70% of ceramics are sold locally and 30% is exported. Export markets for ceramic
and pottery products are concentrated in the Gulf region and Saudi Arabia.

3- Mosaic Products

According to the retailers, there is a high demand for mosaic products, which is not being
met by local production. In fact, it was mentioned by one of the large retailers that 80-90%
of mosaic sold in Jordan is made in Syria. The reason for low production in mosaic is
because it is very labor intensive and Jordan lacks the labor pool that will ensure
sustainability of the business for local producers.

SABEQ: Handicraft Demand Market Analysis Report 11

The most sold mosaic products is small gift items for tourists (retail price from 2-45 JDs),
floor tiles (500 JDs per square meter), wall to wall artwork 500 JDs per square meter),
pictures (45-1000 JDs) and furniture (350-1500 JDs).

The largest buyer segments in descending order are tourists, local buyers, hotels, export
orders, corporate and government gift items. Most mosaics are sold in the local market and
around 30% is sold to international markets including the U.S., France, the U.K. and the
Gulf region.

4. CONCLUSION

In conclusion, the highest demand for handicrafts is concentrated in three main sub-
sectors, which are textile products, ceramics and pottery and mosaic. The products with the
highest demand under the sub-sectors are mainly small gift items and the largest buyers
are the tourists segment.

The surveys revealed that handicraft producers design and develop the products according
to the target market. Handicraft producers target different products at different buyers
according to the season. For example, small gift items are made for tourists in the high
season, which is from March until September, special handicrafts are made in Ramadan
month for the local and export markets and gift items for government and companies are
made at the beginning of the calendar year.

SABEQ: Handicraft Demand Market Analysis Report 12

ANNEX A. LIST OF SURVEYED COMPANIES

No Sub-Sector Company
1 Ceramics and Pottery Silsal Ceramics
Ceramics and Pottery Arabesque Ceramics & Mosaics
2
Ceramics and Pottery Sarab Ceramics
3
Ceramics and Pottery Pottery Hut
4
Ceramics and Pottery Iraq Al Amir Women’s Association
5
Ceramics and Pottery Zalloum and Tamimi
6
7 Textile Products Al Burgan Handicrafts
Textile Products
8 Al Karma Center
Textile Products
9 Bani Hamida/ Madaba
Textile Products
10 Raghad Hatahet
11 Mosaic Al Gadara Factory

SABEQ: Handicraft Demand Market Analysis Report 13

 ANNEX B. JORDANIAN HANDICRAFTS PRODUCERS SUREY
Jordanian Handicrafts Producers Survey

Date: _____________
Company Name:
Address:
Website:

Please check type of organization:

Private sector enterprise

Manufacturing project supported by funding organization

Studio based artists

Education and training facility

NGO

Person filling out this form:

Name:
Title:
Telephone number:
E-mail:

Q1. Please list your main product categories and retail prices (Please attach the list if
needed)

1.________________________________________________________________
2.________________________________________________________________
3.________________________________________________________________
4.________________________________________________________________
5._________________________________________________________________

SABEQ: Handicraft Demand Market Analysis Report 1

Q2. How many employees do you have?

________________________________________________________________

Q3. What was the total production size for your company in 2008? Please mention
total number of units/pieces

________________________________________________________________

Q4. What were your total annual sales for 2008 in volume? Please mention total
number of units/pieces

________________________________________________________________

Q5. What were your total annual sales for 2008 in value (Jordanian Dinars)?

________________________________________________________________

Q6. Please list in descending order the top five selling products (Please indicate
volume and value of annual sales for 2008)

1.________________________________________________________________
2.________________________________________________________________
3.________________________________________________________________
4.________________________________________________________________
5.________________________________________________________________

Q7. Please list the raw materials used for each of the top five selling products and its
sources

1.________________________________________________________________
2.________________________________________________________________
3.________________________________________________________________
4.________________________________________________________________
5.________________________________________________________________

SABEQ: Handicraft Demand Market Analysis Report 2

Q8. Where do you get the designs for your top five selling products? Please list design
sources for each of the products in descending order

1.________________________________________________________________
2.________________________________________________________________
3.________________________________________________________________
4.________________________________________________________________
5.________________________________________________________________

Q9. Please list in descending order the average profit margin for the top five selling
products

1.________________________________________________________________
2.________________________________________________________________
3.________________________________________________________________
4.________________________________________________________________
5.________________________________________________________________

Q10. Please list the primary categories of buyers for the top five selling products (e.g.
local buyers, tourists, corporate gifts, government gifts, local hotels, export
orders, etc)

1.________________________________________________________________
2.________________________________________________________________
3.________________________________________________________________
4.________________________________________________________________
5.________________________________________________________________

Q11. If you export your products, what are the export markets? Please indicate what
products you sell in each market

1.________________________________________________________________
2.________________________________________________________________
3.________________________________________________________________
4.________________________________________________________________
5.________________________________________________________________

SABEQ: Handicraft Demand Market Analysis Report 3

Q12. Please indicate the percentage of annual sales in value for the export countries
(e.g. 80% U.A.E., 20% Saudi Arabia)

________________________________________________________________

Q13. Please indicate the percentage of annual sales in value for local, regional and
international markets (e.g. 70% local, 20% regional and 10% international)

________________________________________________________________

Q14. How do you sell your products? Please list your marketing outlets (e.g. own
showroom, retailers, online orders, bazaars and exhibitions, etc)

1.________________________________________________________________
2.________________________________________________________________
3.________________________________________________________________
4.________________________________________________________________
5.________________________________________________________________

Q15. Do you package your products for presentation?

Yes, please specify type of No

material used and packaging
company
__________________

Q16. Do you package your products for export?

Yes, please specify type of No

material used and packaging
company
__________________

Q17. Do you have a brand label for your product?

Yes No If Yes, please specify
name of brand and
information on the label
_______________

SABEQ: Handicraft Demand Market Analysis Report 4

Q18. Please list the machines and equipment used in production of main product lines
1.________________________________________________________________
2.________________________________________________________________
3.________________________________________________________________
4.________________________________________________________________
5.________________________________________________________________

Q19. Please check the most important challenges facing your product?

Marketing and market access

Lack of innovative design

Quality control

Availability of raw materials

Lack of branding and labeling

Lack of packaging ideas and materials

Lack of information on market demand

Lack of technical skills

Lack of business skills

Other, please specify

_________________

SABEQ: Handicraft Demand Market Analysis Report 5

Q20. Please check the type of existing skills of your employees

Technical Skills Business Skills

Embroidery Marketing
Cross stitch embroidery Costing and pricing
Hand sewing Volume production methodologies
Machine sewing Small business management
Fabric painting and dying Financial management
Silkscreen Merchandising
Knitting Packaging
Doll making Others please specify
Weaving ________________
Candle making
Paper making
Silver Jewelry making
Copper items making
Basket making
Straw Binding
Soap Making
Carpentry
Pottery and Ceramics
Mosaics (glass and stone)
Fabric covered boxes and home accessories
Resin Mold making (for jewelry)
Resin Mold Making (for home accessories)
Puppetry
Glass painting
Developing new designs
Others please specify
________________

SABEQ: Handicraft Demand Market Analysis Report 6

Q21. Please list the type of skills needed by your employees (Technical and Business
Skills)
1.________________________________________________________________
2.________________________________________________________________
3.________________________________________________________________
4.________________________________________________________________
5._______________________________________________________________

Q22. Do you have any other comments?

SABEQ: Handicraft Demand Market Analysis Report 7

 ANNEX C. JORDANIAN HANDICRAFTS RETAILERS SURVEY

Jordanian Handicrafts Retailers Survey

Date: _____________
Company Name:
Address:
Website:

Person filling out this form:

Name:
Title:
Telephone number:
E-mail:

Q1. Please list your main product categories and retail prices (Please attach the list if
needed or put the range of prices, e.g. from 1 JD – 10 JD for ceramics)

1.________________________________________________________________
2.________________________________________________________________
3.________________________________________________________________
4.________________________________________________________________
5.________________________________________________________________

Q2. Please list in descending order the top five selling products (Please indicate
volume and value of annual sales for 2008)

1.________________________________________________________________
2.________________________________________________________________
3.________________________________________________________________
4.________________________________________________________________
5.________________________________________________________________

SABEQ: Handicraft Demand Market Analysis Report 8

Q3. What were your total annual sales for 2008 in volume? Please mention total
number of units/pieces

________________________________________________________________

Q4. What were your total annual sales for 2008 in value (Jordanian Dinars)?

________________________________________________________________

Q5. Please list the primary categories of buyers for the top five selling products (e.g.
local buyers, tourists, corporate gifts, government gifts, local hotels, export
orders, etc)

1.________________________________________________________________
2.________________________________________________________________
3.________________________________________________________________
4.________________________________________________________________
5.________________________________________________________________

Q6. Please indicate the high seasons for your top five selling products (e.g.
embroidery sold most in June and July).

1.________________________________________________________________
2.________________________________________________________________
3.________________________________________________________________
4.________________________________________________________________
5.________________________________________________________________

Q7. Do you have any other comments?

SABEQ: Handicraft Demand Market Analysis Report 9

USAID Jordan Economic Development Program
BearingPoint, Inc.
Salem Center, Sequleyah Street, Al-Rabiyeh
Amman, 11194 Jordan
Phone: + 962-6 550-3050
Web address: http://www.SABEQ-Jordan.org